The desire to start again and not to be stopped by this emergency have started the engines of the most prestigious Italian cars, kicking off the digital edition of the Motor Valley Fest. The desire to start again, the Italian pride, the passion, the ingenuity, the mastery and the experience were the protagonists on the stage. This exceptional event was in streaming and saw the participation of important names of the Italian automotive industry, alongside the institutional figures of the Emilia Romagna Region. They discussed about the future of the mobility post-Covid-19, there will be a strong acceleration of the digitization of sales and services. Those who buy luxury cars have expressed their interest and desire to buy new cars. That is so positive. An important format was the “Innovation & Talents”, focused on the training and enhancement of young talents. During it two Startups have been awarded the UniCredit Start Lab Awards: Caracol and SmartTARGA, they have interpreted the theme of mobility innovation technology in the best way. The Style Centres of Dallara, Ducati, Ferrari, Lamborghini, Maserati and Pagani have accepted the challenge of reinterpreting the concept of “re-start”, through 6 artworks, a good wishes for the Italian economy. A space was then dedicated to virtual sports (including the exclusive and spectacular Ducati Motorola e-Race, the Ferrari Driver Academy and Dallara E-sports Championship races) and virtual visits to the local corporate museums, with curators and specialist guides, including the MUDETEC – Lamborghini Automotive Technology Museum, the Enzo Ferrari Museum, the Ducati Museum , the Ferrari Museum in Maranello, the Maserati Innovation Lab and the Horacio Pagani Museum. Massimo Bottura, Chef Patron of Osteria Francescana and ‘Ambassador of the Motor Valley in the world’ was on the stage, his presence underlines the important synergy between the automotive, the kitchen and the territory. Guets: the President of the Emilia-Romagna Region, Stefano Bonaccini; the Mayor of Modena, Gian Carlo Muzzarelli; Cesare Bisoni, UniCredit President; Giuseppe Molinari, President of the Chamber of Commerce of Modena; Enrico Galliera (Chief Marketing and Commercial Officer Ferrari S.p.A.); Claudio Domenicali (CEO Ducati Motor Holding S.p.A.); Stefano Domenicali (Chairman and CEO of Lamborghini S.p.A. Cars); Horacio Pagani (Founder & Chief Designer Pagani Automobili); Andrea Pontremoli (CEO and General Manager Dallara S.p.A.) and Harald Wester (Maserati Executive Chairman and Chief Technical Officer FCA Group). Maria Leitner, journalist of TG2 Motors, moderated the international event. There was also a video of FIA President Jean Todt. The Motor Valley Fest digital has had a great public success. The four days of the event recorded 600 thousand of views, over 7 million and 5000 thousand impressions for the social networks Instagram and Facebook, 93,000 interactions on the Facebook channel, over 9 thousand hours of viewing on the YouTube channel.